Insights in the eye of the beholder
Commercial eye tracking studies have recently grown in popularity. However, sceptics are still wondering what exactly the patterns of eye movement across an interface or website can really tell us about online user experience.
Eye tracking is not new. The first non-invasive eye tracker was developed in 1901 and researchers have been using eye tracking to investigate computer interfaces, menu design and cognitive processing since the 1980s.
However, recent developments in eye tracking technology mean that eye movement patterns are now much easier to record, easier to analyse and easier to visualise. Practitioners can offer insightful and visual eye tracking deliverables quickly and easily and can record eye movements without interfering with participants’ natural movement and behaviour using remote tracking technologies.
